Google Ads is where the most money is wasted while looking efficient. A decent platform ROAS can hide campaigns buying your own brand, Performance Max cannibalising organic traffic and conversions counted twice. As a Google Ads agency, that is exactly where our work starts: separating what looks profitable from what actually is.
If you want to see the state of your account before getting in touch, export your campaign report and run it through the dead spend auditor: it tells you which part of your budget hasn't produced a single result. The file never leaves your browser.
What we review before touching anything
Every new account goes through a Google Ads audit across seven areas: structure, conversion measurement, bidding strategy, keywords and negatives, feeds and catalogue coverage, creative, and landing pages. The output is a plan prioritised by impact, not a generic list of "best practices".
Two examples of what we find almost every time:
- Miscounted conversions. Lead gen campaigns counting every form submission instead of every person, with the wrong counting type. The algorithm optimises towards duplicates and the real CPL gets buried.
- Smart Bidding without a target. Maximise Conversions with no target CPA on accounts with plenty of budget: the system spends everything it can, not what it should.
Performance Max, under control
PMax works, but not on default settings. We work with brand exclusions, segmentation by catalogue profitability, enriched feeds and analysis of where the budget is actually serving. If PMax is performing because it is buying back your brand or your remarketing traffic, you will see it in our reporting; we won't hide it behind a blended ROAS.
Shopping and feeds: where ecommerce is won
In ecommerce accounts, half of Google's performance is decided in the feed: titles, attributes, competitive pricing and which SKUs go in or out. With our catalogue classification (SKUSCALE, from the Nash Classification Lab) we split products by margin and scaling potential, and stop bidding the same on products that generate profit and products that only move cash. More detail in paid media for ecommerce.
Measurement first
We don't optimise accounts with broken measurement. Before scaling: conversions imported correctly (offline ones too if there is a CRM), Consent Mode v2 properly implemented, deduplication across platforms and attribution that tells acquisition apart from repeat purchase. It is the "Calibrate" step in our performance engineering methodology, and it is non-negotiable.
Frequently asked questions
Do you only manage accounts, or do you also offer Google Ads consulting?
Both. The usual format is full management (Nash Paid Lab), but we also work as consultants for in-house teams that want an outside view on structure, bidding and measurement.
Do you work with Performance Max?
Yes, and in most ecommerce accounts it is a central piece. The difference is how: brand exclusions, feeds segmented by profitability and cannibalisation analysis instead of accepting the black box as it comes.
What happens to my account history if we are switching from another agency?
It is kept. We audit what is there, keep what works and document every change. A well-run handover doesn't reset what the account has learned.
How long does it take to see results in Google Ads?
Measurement and structure errors are fixed in the first few weeks and usually have an immediate impact. Optimising against margin is an ongoing process: in mature accounts, the first 90 days set the direction.
Is your paid media a profitable system or just a pile of campaigns?
Tell us about your case and we return an actionable diagnostic: what to scale, what to keep and what to pause. Free, no strings attached.